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Russell is playing with adding forms to his feeds, based on thoughts from Scot. I like this idea. I’ve often wondered when RSS will be hacked to the point it sort of mutates into another variant of the browser – when it does, then publishers might see it as just another window into their world, and stop worrying about RSS and learn to love it. Forms in feeds – ads in feeds – it’s just another way to get the conversation out there. Long term, the OS is the browser, may the best experience win.

Last month Safa Rashtchy of Piper predicted GOOG would hit 250, then he revised to 275. Now he’s saying 300. I get his reports in email, and he has not uploaded this one to the web yet, but in short, he notes Google’s expanded product offerings and upgraded ad networks as signs the company will continue to beat Wall St. estimates.

This is an interesting twist: Over at Findory, Greg and his team have introduced what they are calling “Personalized Advertising.” It’s AdSense, but remixed through Findory’s personalized filters to be more relevant. From Greg’s post:

This early version is built on top of Google AdSense, but these are not normal AdSense ads. They are not targeted merely to the content of the page, but to the individual behavior of each reader.

Update: I asked Greg how he does it, and whether it’d be against AdSense TOS to actually remix AdSense. Here’s his response:

That’d be nice if we could filter AdSense, but I suspect you are correct that that would be against the terms of service.

Instead, we request Google select ads based on information we extract from a combination of the content and the user’s history on Findory. It is layered on top of our personalization engine and Google’s AdSense.

I’ve been less than kind to the Journal in the past, but I recently started subscribing to its free RSS feed (you can link to these stories) and have found myself happily reading Journal stories again. Here are a few:

My favorite word, now a tagline at Yahoo, which launched Mindset (“Intent Driven Search) today. Greg has an interesting take on it here.

Want to return to classic Battelle Joints After Midnight stuff about intent? Of course you do!

It’s too late on a Friday, and it’s been too long and interesting a week, to play with this right now. Much news these past few days in my other life, and also over at Web 2.0, which is really taking shape, more as soon as I can possibly talk about it.

Goldman gets into the game with a prediction. The main question is, when does online surpass TV?

From the MediaPost coverage:

The report… also predicts that online advertising could account for as much as 7 percent of total ad spending by 2009–up from between 4 and 5 percent last year–and that search will represent more than 50 percent of all online ad dollars….. earlier this month, Forrester Research predicted that online advertising would reach $14.7 billion this year–23 percent more than Forrester’s estimate for 2004 estimates. Research firm eMarketer predicted a total online advertising market of $12.9 billion this year–a 34 percent increase over eMarketer’s 2004 estimate.

The two companies had a licensing agreement as far back as 2000 that relied on Digital’s IP technology to pinpoint the physical location of Web visitors for Google so that it could better serve sponsored search results. (The parties no longer work together.) Digital balked when in 2003, Google broadened use of the geo-location technology to include serving targeted advertisements onto third-party sites in a program called Google AdSense.